“I See You” How Empathy and Emotion supercharges B2B video

Chris Harmon chris@thebatstudio.com charmon@lenovo.com /in/cjharmon @cjharmon

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Empathy: The ability to understand and share

the feelings of another.

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customer mindset

customer voice

reported activities

observed behavior

feelings / emotions

pain / pleasure

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Greg the Architect

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•  IT is under constant pressure: –  Deliver innovation and drive business value

–  Understand ALL the technologies out there – Acronyms being critical

–  Answer to TOO MANY stakeholders

•  Almost ZERO demand gen / attributed sales

•  Great for brand… but more cute then effective

Greg the Architect

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•  Un-scripted – customer “interviews”

•  Elicited honest and passionate testimonials

•  Recognizable Faces

•  Extended content across multiple mediums

•  Foundation of Multi-Year Campaign •  Note: these videos shot in 2009 are still viewable at Oracle:

https://www.youtube.com/playlist?list=PLC0BDECAEF2E274A2 many subsequent testimonials were also filmed, albeit with lower

Eloqua: The Power to Succeed

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#UsersHappen

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•  Ongoing Cross-Media Campaign

•  Driving Top-of-Funnel Engagement

•  Creating Empathy with IT Managers & Directors

•  Mix of Humor, Fear and Sex Appeal…

•  While Driving the Hero’s Journey

•  Subtle Rugged / Reliable Undercurrent

Lenovo: #UsersHappen

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In 2016 these videos contributed to: •  2318 MQLs •  58 SCOs •  ~10mm in Revenue

How does that translate to Marketing Performance?

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•  Seek to Understand and Empathize with your Customers

•  Demonstrate Empathy Through Content

•  Create an Ongoing Narrative

•  Connect Video Engagement to Business Drivers

Key Takeaways Part One:

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•  Humor, Fear and Sex Sell. Even in B2B.

•  What Doesn’t Sell? Speeds & Feeds.

Key Takeaways Part Two:

Thank You! How Empathy and Emotion supercharges B2B video

Chris Harmon chris@thebatstudio.com charmon@lenovo.com /in/cjharmon @cjharmon